MK411 Marketing Management

for SP 2007

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Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.


MK 411 Marketing Management


SP 2007 HO


Venable, William R.


Assistant Professor - Marketing and Management


BS - Kansas; MBA - Rockhurst; MPA - UMKC; ABD PHD - UMKC

Office Location

Library - C19

Office Hours

Monday 1pm - 4pm or by appointment

Daytime Phone



Class Days

Mon and Fri

Class Time

12:25- 1:40 PM


MK 351

Credit Hours


Marketing Management. 12th ed. Kotler, Philip. Prentice Hall, 2006: ISBN # 13-145757-8

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Supplemental Reading List:


Baier, Martin and Ruf, Kurt, Contemporary Database Marketing: Concepts and Applications, (2001).

Bhaskar, Roy, Realist Theory of Science (Verso Classics, 9), (1978)

Gerber, Michael, The E Myth Revisited, (1995)

Imai, Masaaki, Kaizen: The Key to Japan's Competitive Success, (1986).

Kelly, Kevin, New Rules for the New Economy, (1998).

Kotler, Philip, Marketing Management: Millennium Edition, (1999).

Mintzberg, Henry, Mintzberg on Management, (1989).

Ogilvy, David, Ogilvy on Advertising, (1983).

Ouchi, William, Theory Z, (1981).

Peters, Tom, Thriving on Chaos, (1987).

Pirsig, Robert M., Zen and The Art of Motorcycle Maintenance: an Inquiry into Values, (1974).

Porter, Michael E. Competitive Advantage: Creating and Sustaining Superior Performance. (1985).

Taylor, Jim and Wacker, Watts, The 500 Year Delta : What Happens After What Comes Next, (1998).

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Course Description:

Study of the theoretical foundations, the methods and the environment of marketing, management. Topics include: consumer behavior, product policy, channel management, pricing and promotion. PREREQUISITE: MK 351. 3:0:3

This course is desigened to develop the student's detailed understanding of marketing management and its role in the organization. The course builds on the development of customer relationships at all levels and how to utilize the mix of marketing tools to achieve success.  Throughout the class the student will develop a better understanding of marketing management and marketing's role in achieving organizational goals.  A strong emphasis will be placed on the use market planning,  and data based decision-making.

Educational Philosophy:
The facilitator's educational philosophy is one of interactiveness based on lectures, readings, quizzes, dialogues, examinations, internet, videos, web sites, guest professionals. and writings. The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, issues and contradictions.

  Instructor Learning Outcomes

  1. Understand the application of the major functions of marketing management to the practice of business.
  2. Apply the principles of marketing and other academic disciplines, both business and non-business, to marketing management problems.
  3. Apply common decision-making models and techniques to specific marketing management problems
  4. Provide the opportunity for the student to present analysis and recommendations for action in both oral and written form.
  5. This course will allows the student to develop an appreciation for the key role that marketing plays in the creation and distribution of goods and services to business and consumer buyers
  6. The overall objective course is to help the student learn the concepts of marketing management and to apply them to solve business problems including product development, pricing, promotion, and distribution.
Class Assessment:



Percent of Grade

Class Participation:



Assignment 1



Assignment 2



Assignment 3






Team Market Plan:



Final exam:







The final exam will count 20% of the grade, and will be closed book/closed note; the student must score 60% of better on the final to pass the class, regardless of other work.   
























The grading system is based on percentage of total points available as listed in the Class Assessment section of the syllabus.

Late Submission of Course Materials:
Please have you work completed on time.

Classroom Rules of Conduct:

Course Topic/Dates/Assignments:

Part I. Understanding Marketing Management

Week 1

Chapter 1 — Defining Marketing for the 21st Century

Week 2

Chapter 2 — Developing Marketing Strategies & Plans

Part II. Capturing Marketing Insights

Week 3

Chapter 3 — Gathering Information & Scanning the Environment

Chapter 4 — Conducting Marketing Research & Forecasting Demand

Part III. Connecting with Customers

Week 4

Chapter 5 — Creating Customer Value, Satisfaction, & Loyalty

Week 6

Chapter 6 — Analyzing Consumer Markets

Week 7

Chapter 7 — Analyzing Business Markets

Chapter 8 — Identifying Market Segments & Targets

Week 8

Midterm Exam

Part IV. Building Strong Brands

Week 9

Chapter 9 — Creating Brand Equity

Part V. Shaping the Market Offerings

Chapter 10 — Crafting the Brand Positioning

Chapter 11 — Dealing with Competition

Chapter 12 — Setting Product Strategy

Chapter 13 — Designing & Managing Services

Chapter 14 — Developing Pricing Strategies & Programs

Part VI. Delivering Value

Week 11

Chapter 15 — Designing & Managing Value Networks & Channels

Chapter 16 — Managing Retailing, Wholesaling & Logistics

Part VII. Communicating Value

Week 12 -

Chapter 17 — Designing & Managing Integrated Marketing Communications

Chapter 18 — Managing Mass Communications: Advertising, Sales Promotion, Events & PR

Week 13 -

Chapter 19 — Managing Personal Communications: Direct Marketing & the Sales Force

Part VIII. Creating Long-Term Growth

Week 14 -

Chapter 20 — Introducing New Market Offerings

Chapter 21 — Tapping into Global Markets

Chapter 22 — Managing a Holistic Marketing Organization

Week 15 -

Class Projects

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2006-2007 Undergraduate Catalog Page 87-89

Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. Park University 2006-2007 Undergraduate Catalog Page 87

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "W".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2006-2007 Undergraduate Catalog Page 89-90

Disability Guidelines:
Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page: .


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Last Updated:12/6/2006 1:20:05 PM